Maria K Antony – Print & Media
INDUSTRIAL ANALYSIS ON
PRINT & MEDIA
ASSIGNMENT
SUBMITTED TO:
Prof. JAYAMOHAN NAIR
Institute of Co-operative
Management
Poojappura
SUBMITTED BY
MARIA.K.ANTONY
1ST YEAR MBA
ICM,POOJAPURA
ABSTRACT
This project deals with an industrial analysis on print and media. The art and science of making and distributing books is called publishing.It is the story of the progress of a manuscript from the time it takes shape in the authors mind till it reaches the public in the form of a book.It deals with the functions of those who work for its creation, printing and distribution.It plans and coordinates the work connected with the different aspects of this business – writing, editing, illustrating , printing, binding, stocking, selling and financing.
Printing industry is one of the key industries in India. It had a great relevance today. From its conception , print and media contribute a lot to the economy. It has a great future also. The development of new technologies influenced it a lot. The various departments were editorial, production, marketing and sales promotion.
The book sellers associations , international standard book number ,book clubs ,home library plan etc. forms the environment of print and media. The subsectors of it were
publishing, writing and editing and distribution. .Direct promotion techniques , mail order advertising, subscription books, direct mail promotion, publicity campaign and book reviews are its various attractions. A detailed SWOT analysis is also provided.
CONTENTS
INTRODUCTION
STORY OF THE BOOK
GENERAL FEATURES
RELEVANCE
CONTRIBUTION
EMPLOYEES \ DEPARTMENTS
1. Editorial Department
2. Production Department
3. Marketing Department
a.Whole salers
b. Role of the Book shop
4. Sales Promotion Department
INDUSTRY ENVIRONMENT
a) Book sellers Associations
b) International Standard Book Number
c) Book Clubs
d) Home Library Plans
SUB-SECTORS
a. Publishing
b. Writing & Editing
c. Distribution
INDUSTRIAL ATTRACTIVENESS
a. Direct Promotion Techniques
b. Mail Order Advertising
c. Subscription Books
d. Direct Mail Promotion
e. Publicity Campaign
f. Book Reviews
SWOT Analysis
Introduction
“It is by books that mind speaks to mind, by books the worlds intelligence grows, books are the tree of knowledge which has grown into and twined its branches which those of the tree of life, and of their common fruit men eat and become as gods knowing good and evil”-C.KEGAN PAUL.
It is a fact that without an author and a printer, it would be impossible to produce a book, and it is also a fact that without the publisher and the book seller, no book can be brought within the reach of the readers scattered all over a country and in the different parts of the world. Thus the author, the publisher, the printer, the book seller and the reader are, indeed, the five pillars on which the beautiful edifice of a book is built. These varied characters go to make the modern book industry today
Story of the Book
(Milestones in Printing).
105 AD : Invention of paper making process in China
5thCentury AD : Invention of printing process in China
Upto 1400 : Block books printed in Europe
1450 : Invention of moveable types by Johann Gutenberg in
Germany
1477 : First edition of books printed in England to give both places
of publication and Year of issue
1525 : Wooden boards replaced by paper for binding
1556 : On September 6, 1556 Joaode Pustamate, a Spinard arrives in
India with a Printing press for printing Christian Literature
1589 : Foundation of the Oxford University press
1639 : First book printed in English-speaking North America
1662 : Licensing act in the U.K. prohibits the issue of any book
without the concent of The owner, if he had letters patent
1709 : Copyright made dependent in England on registration of
Book at Stationers Hall
1711 : Setting up of the first paper mill in India (Tranqueber)
1720 : Sterecotype invented by William God of Edinburg
1799 : Preparation of types in an Indian language, Tamil, for the
first time byJoao Gonsalves e
1801-1832 : Serampore Mission Press in India bring out more than
212,000 volumes Of books in 40 different languages
1819 : Invention of Lithography
1832 : First English book Jacket-Introduction of blocking in gold
on cloth
1880 : First printed half-tone appears in New York
1885 : Linotype Composing
1886 : Berne Convention of International Copyright
1887 : Monotype Composing
General features in Printing
Personnel - Printer\Designer
Function - Production
Impact - Technical excellence in visual presentation
Result - High standard of workmanship
Base - Promptitude and thoroughness
Service - Contribution to industry
Tools - Techniques
Achievement - No. of books printed
Relevance
Printing industry is one of the oldest and highly accepted industry in India. It is key among the Growing industries in India. Printing industry provides on eminent role in the media sector of the Economy. T he revolution of electronic media slightly make changes in this field. But its power to influence people still keeps it important among media. This industry is a part of media and with that it plays as a link between writers and readers.
Contribution
Although the increase in audio visual media affected the book industry, using advanced strategies and consumer oriented activities, through using most advanced technologies in production and marketing which help them to develop a large market share in printing industry. The present trend shows a high boom in the printing industry surely because of the consumer oriented activities along with their proper management.
Employees\Department
Editorial Department
The manuscript is checked by editorial department. If the manuscript was finally accepted it will be rewarded. The manuscript will then shown to the subject experts. They will keep an author-publisher agreement. Typing form is undertaken. It is provided to DTP. Other staff had done copy editing, proof reading which where done after DTP.
The editor in a publishing house to be a critic, a cost accountant, a business executive and a P.R. man, all rolled into one. The book-editor is the `quality-control man` who gives the manuscript the final shape and style in its printed form and acts as a buffer between the author and his reading public. He represents the “invisible imprint” in all quality books which the reader rarely notices.
The editor in a well-established publishing house occupies an extremely important position, next only to the director-proprietor of the organization. He has to advise the latter about the print-worthiness of the manuscripts received from authors, in case it is decided to publish a particular script, the editor has to advise the author regarding any charges in style or presentation which he may consider necessary before the material is sent to the printer.
In some cases the editor works with an author even as the manuscript is being developed. The work of the editor is thus two fold-to evaluate and to edit the manuscript and prepare it for printing after its acceptance by the publisher.
The tools of his trade are simple:a sharp pencil and eraser, a critical attitude of mind. All this will be of no avail if the copy editor does not have a thorough knowledge of the language, its usage, peculiarities of style, syntax and grammar. There is no single golden rule which editors can follows. He must work out his own rules according to the specific requirements of particular scripts demanding his attention.
The editor deals with the accepted manuscripts in two stages. Firstly, he may make a number of suggestions to the author for making the text more consistent and readable, where necessary.
The second stage relates to copy-editing of the manuscript. Nothing can get printed in the form of a book unless it is thoroughly scrutinized and the copy is marked suitably for the guidance of the printer. This work involves a knowledge of printing techniques including the capacity and equipment of the particular printer to whom a specific job is entrusted, the author’s preferences for any particular manner of presentation and the “house-style” developed by the publishing house.
Editorial Techniques are broadly classified as editing for content, editing for presentation for content and editing for language of presentation.
Editing for content checks out facts and conformity to requirements of syllabus or course of studies. Are the statistics and figures properly represented? While editing the manuscript for presentation of content, the editor may suggest deletions, additions and change in the order of chapters. How to introduce the subject and sum up, the rationale of paragraphing, cross-headings, inset-headings, shoulder-headings, illustrative examples_ these and many more constitute the techniques of presentation. Editing for language or style is the most difficult and sensitive area and should be attempted only in close collaboration with the author. Some of the mysteries of editorial techniques may be gleaned.
Production Department
Printed forms are obtained in the production department. There are three processes in production-prepress, printing and post press.DTP is pre press. Laser output is taken in DTP. This is taken from laser positives and film negatives. Using these negatives the manuscript is printed in the offset press. This is outsourcing. Manuscript is converted to final book in post binding press unit. Quality checking is also done by them. Printed forms are folded according to page sequence. There are 16 pages called signatures. These 16 pages are folded and binded. Binding of cover may pack or hard bond. They are printed and given to binding unit.
“It has been said that printing like architecture is a servant art. Printing serves publishing and publishing serves civilization”-Herbert S.Bailey, Jr.
The proof reader is responsible for maintaining the house style or peculiarities of typography etc. followed by the particular publisher such a having a lesser margin at the top than at the bottom, printing the first word of each chapter full out and in bold type numbering the pages at the top or at the bottom, at the edge or in the middle, etc. He takes every case in reading the galleys and makes all necessary revisions and corrections. This makes the subsequent proofs easier to correct and minimizes the labour of the printer at the page-proof stage when it is far more difficult to carry out extensive corrections.
Marketing Department
Marketing is done through wholesalers and dealers. In many cases publishers exhaust their energy and resources in producing a book but are not able to do much with its proper marketing. One can easily discern that these publishing failures are failures of distribution.
Wholesalers-The wholesalers buys in bulk from publishers on wholesale terms and supplies to retailers at standard retail terms. The retailers thus procures, from a single supplier, books published by different publishers. By making books available from many publishers, under one roof, the distributor renders a unique service both to the retail bookseller and to the libraries. He makes it possible for the retailer and the librarians to have a look at a vast number of titles procured from all parts of the world, without having to knock at the doors of individual publishers, Indian or foreign. The wholesaler supplies not only books but also provides information about the publishing programmes of various publishers represented by him.
Wholesalers in India are of two kinds; those who operate on a national scale, and others who confine their activities to a single state or a number of states in the region.
The selection of the right kind of distributors is of crucial importance to the publisher.
The Role of the Bookshop-The success of a publisher largely depends on the range and variety of effective retail outlets through his books are sold. The role of a bookshop is of strategic importance in the movement and distribution of books. The bookseller is the final and the most important connecting link between the producers, i.e. the author and the publisher on the one hand and the consumer, i.e. the reader on the other hand. Publishing is succession of activities and the publishing process is completed only when the book reaches its intended market.
Sales Promotion Department
A list of books is maintained in every month and send to dealers, wholesalers, customers and even to non-customers. Book fairs were conducted. Catalogues were published. Book review is provided in magazines and newspapers. Experts were provided to read books and they commend it on newspapers. There is contract for advertisement in newspapers.
Industry Environment
Booksellers Associations-a bookseller is by no means a mere trader. As the custodian of books and as one who ultimately takes them to the society, he directly disseminates knowledge. As advancement of human civilization and culture in the modern world cannot be achieved without books, the custodian of this heritage of knowledge, even if he is a petty bookseller in a remote village, becomes an important link in the chain.
International Standard Book Number-the international standard book number identifies one title, or edition of a title, from one specific publisher, and is unique to that title or edition. It consists of ten digits mode of the following parts, group identifier (i.e. national, geographical languages or other convenient group), publisher identifier, title identifier, check digit.
Book clubs-a book club represents a co-operative venture in the publishing and distribution of books among members interested in particular types of titles covering specific subjects. As in the case of publishers, book clubs specialize in publishing books on particular subjects and for specific age groups.
Home Library Plan-it is a scheme of distributing books by post to readers all over the country or a specific region on a subscription basis. Its special significance in a country of vast distances is in the fact that it makes books available to rural readers not served by bookshops.
Sub-Sectors
Publishing Writing & Editing Distribution
Personnel Publisher(Private &Public Sector) Author \ Editor Bookseller \ Library
Functions Co-ordination Creation Promotion \ Distribution
Impact Educational, Cultural& Social influence Academic intellectual eminence Dissemination and Distribution
Result Image of the publishing house, inspiring confidence Reputation of the author-editor inspiring respect Specialised service
Base Financial stability Combined with spirit of adventure Authenticity, Accuracy, Readability Easy accessibility, intelligent display
Service Contribution of progress
Contribution in field of cultural and educational progress Contribution to commerce among men and nations
Tools Policies \ Programmes Ideas \ Principles \ Subject fields Procedure \ Practices
Achievement No. of titles published per year No. of books written and edited No. of copies of books brought and sold or acquired and weeded out.
Industrial Attractiveness
Direct Promotion Techniques
In order that his book is ordered by retailers and purchased by libraries and readers a publisher has to publicize the advent of his book in the concerned quarters long before the book itself is ready for sale. When the publisher has signed the contract with the author for the publication of a title, he begins his promotional activities in respect of that title by sending the general details of the book to his agents, travellers, wholesalers, retailers, libraries and other concerned institutions.
Mail Order Advertising
This technique is generally used for groups of books covering specific subjects, reference books of all kinds, series of books, encyclopaedias or religious books running into a number of volumes highly technical books, books of rare or antiquarian interest, bookplans and book clubs.
Subscription Books
The very first books to be printed in Germany, England and India were necessarily subscription books, for which a definite market had to be created before or after publication, by soliciting individual orders. This was done either by booksellers or printers. In some cases, the authors themselves did the soliciting and sold the books.
Direct Mail Promotion
This method provides the most intimate link between a publisher and his readers. The publisher cast his net far and wide throughout the entire country and seeks out his potential customers in isolated industrial belts, prosperous rural sectors like plantations.
Out-of-the-way military camps and border areas for whom the urban book shop is out of reach.
Book selection is an important function of not only the librarians and academics attached to educational and research institutions but booksellers as well.
Publicity Campaign
Market research or market surveys are considered an essential part of any promotional plan. Before accepting any manuscript, the publisher convinces himself that there is an effective need for such a publication.
Book Reviews
The art of reviewing books is very much a part of Indian tradition and was highly developed even before books come to be printed in India. A number of periodicals have set a high standard of reviewing.
SWOT analysis
Strength
Good history
Goodwill
Infrastructure
Efficient management
Co-operative employees
Weakness
Growth of IT sector
Interference of politicians
Opportunities
In the IT field
Publishing in other languages
Opening of branches, bookshops & outlets
Threats
Decreasing readers
advertisements
Conclusion
The majority of Indian books published today are unreadable and remain unread for a variety of reasons – poor authorship, lack of editing, defective production and weak distribution . Of these deficiencies, lack of editing goes almost unnoticed though it consist handicap suffered by present day Indian goods. The break through Indian publishing can come only through better editing and presentation skills evolved, developed and practiced through a life time.
This project helps to know the real wrk environment in an industry and a basic knowledge about managerial functions in a most useful and organized way. The study provides a view to get an idea about the functions of eacn department of the firm.
But it fails to reveal a thorough study.No detailed study is conducted.Time constraint was one of the major limitations.
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